Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.Members use criteria other members set, such as age range, gender and location.Online dating sites use market metaphors to match people.Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.Other sites depend on advertising for their revenue.

Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.

Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.

Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.